Tony Wheeler, renowned for introducing travel guides for independent travelers in the early 1970s, is set to launch a series of guides in Russian this summer. In a recent interview with The Village, Wheeler discussed the future of tourism in the former Soviet Union countries and the unique process behind creating these popular travel guides.
The decision to publish guides in Russian stems from a strategic move to tap into the growing travel enthusiasm among Russians. Lonely Planet has long been a leader in producing travel guides in various languages, including French, German, Italian, Chinese, and Japanese. The brand has seen significant success in markets like Italy, where competition is limited, and in China, where rapid development makes updated travel information crucial. Wheeler sees Russia as a promising new market, given its vast geography and rich cultural heritage.
Interestingly, when Lonely Planet first issued guides about the Soviet Union, the country had already ceased to exist. The title was not changed, leading to the unique situation of having a travel guide for a "disappeared" country. This presented significant challenges in the late '80s and early '90s as they had to quickly adapt to the geopolitical changes and provide relevant content for the newly independent states that emerged from the USSR.
Reflecting on the origins of Lonely Planet, Wheeler recalls the adventurous spirit that led him and his wife to embark on a monumental journey from London to Australia in their early twenties. This trip, which started with a car journey as far as Afghanistan and ended with selling their car and continuing to Australia, laid the foundation for Lonely Planet. Their experiences, gathered during this extensive travel, became the cornerstone of the first Lonely Planet guide, fundamentally changing the travel guide industry by focusing on independent travelers.
Lonely Planet guides have significantly influenced modern tourism by empowering travelers with detailed, practical information that encourages exploration beyond traditional tourist spots. This approach has not only opened up new destinations but has also fostered a deeper understanding and appreciation of diverse cultures around the world.
As Lonely Planet prepares to release its Russian-language guides, Wheeler is optimistic yet realistic about the challenges ahead. The Russian market, with its unique language and cultural nuances, requires a tailored approach to guidebook content. Moreover, the political and economic dynamics in Russia and its neighboring countries can affect travel trends and guidebook sales.
According to the World Tourism Organization (UNWTO), Russia ranked as the ninth most visited country in 2019, with over 24 million international tourists. The interest in domestic travel within Russia has also seen a rise, particularly after the global travel restrictions imposed by the COVID-19 pandemic. This shift underscores the potential demand for localized travel content that caters to both domestic and international travelers.
Tony Wheeler's initiative to introduce Russian-language travel guides is not just a business expansion but a continuation of his lifelong commitment to enhancing the travel experience. As Lonely Planet ventures into new territories, it remains a pivotal resource for travelers seeking to explore the world independently and responsibly.
For more insights into global travel trends, visit the World Tourism Organization and explore Lonely Planet's diverse range of travel guides.
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